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Cognitive acceptance mechanisms of discontinuous food innovations: The case of insects in France
- Source :
- Recherche et Applications en Marketing (English Edition), Recherche et Applications en Marketing (English Edition), SAGE Publications, 2019, 34 (1), pp.48-73. ⟨10.1177/2051570718791785⟩
- Publication Year :
- 2018
- Publisher :
- SAGE Publications, 2018.
-
Abstract
- International audience; In a context of changing food consumption patterns, discontinuous innovations are a major challenge for the food industry. This article aims to identify the cognitive processes underpinning the acceptance of discontinuous food innovations through the study of classification and encoding mechanisms of mental categorisation. A qualitative study applied to entomophagy explores these mechanisms according to the extent of product processing and their consequences on acceptance by consumers. These results enrich Behavioral Decision Theory and help manufacturers understand the marketing levers that can be used to facilitate acceptance of these innovations.
- Subjects :
- 0301 basic medicine
Marketing
Entomophagy
Underpinning
030109 nutrition & dietetics
Food industry
catégorisation
business.industry
Decision theory
05 social sciences
representations
Cognition
Context (language use)
[SHS]Humanities and Social Sciences
03 medical and health sciences
food behaviours
discontinuous innovation
0502 economics and business
Heuristics
050211 marketing
entomophagy
business
Qualitative research
Subjects
Details
- ISSN :
- 20515707
- Volume :
- 34
- Database :
- OpenAIRE
- Journal :
- Recherche et Applications en Marketing (English Edition)
- Accession number :
- edsair.doi.dedup.....8ccd7efb40516e62f77da9271f3daed3